The Rise of A/B Testing – Building effective A/B tests

A/B Testing on the rise? Surely not, only last month I was bemoaning the fact that organisations we’re doing rigorous A/B testing any longer. Was I lying? Misinformed? Or did I simply like the symmetry of the words “demise” and “rise” in my blog titles ;-)? The truth leans more toward the latter (I do [...]

How to Maximise the Benefits of a Decision Engine for Marketing Activities

Marketing and POPIA With the introduction of POPIA (Protection of Personal Information Act) in July 2021 in South Africa and the prevalence of similar legislation globally it has become crucial for any business to target customers in the most effective and efficient way in order to optimise marketing activities and marketing budgets. A very effective [...]

The Demise of A/B Testing

In this post, Jarrod McElhinney journeys through his experience of A/B testing. A/B (or Champion/Challenger) testing When I started in the credit industry as a programmer working on FICO’s TRIAD product back in the late 1990s, I was introduced to a number of concepts that were firmly entrenched in the credit vetting and account management lexicon. My [...]

How to deploy your Machine and Deep Learning Models

The importance of ModelOps (Model Operationalisation) cannot be stressed enough. This typically includes a number of the less sexy, but incredibly important, aspects of productionising models. These include ensuring that models are moved rapidly and robustly from the development or ‘lab’ environment, through the validation, testing and deployment phases, ensuring a quality result. ModelOps also [...]

Using Alternative Data to Increase Contact Centre Answer Success Rates

As somebody who has worked with all aspects of outbound call centres for many years, I realised early on that one of the biggest challenges facing these businesses is the ability to reach and connect with prospects and customers. In the current times, customers are bombarded with calls, some are fraudulent, some are robocalls and [...]

Mobile Lending in Africa – Part 2

What does the growth in mobile lending mean for banks In the previous article, ‘The Rise of Mobile Lending in Africa – Part 1’,  I described the rapid growth of mobile lending, specifically amongst the unbanked populations in Africa. I discussed how the mobile operators were able to grant credit in an environment in which [...]

Mobile Lending in Africa – Part 1

How telco operators became mobile lenders Where it started – the introduction of the mobile wallet On November 8th, 2021, ITWeb published an article detailing the approval of MTN’s licence to operate their Mobile Money platform in Nigeria. With this article fresh in my mind, I thought it worthwhile to take a deeper look at mobile lending [...]

Artificial Intelligence vs. Machine Learning – What’s the difference?

A plethora of sometimes confusing terms related to Data Science are currently being bandied around. It seems that almost every other person working in analytics calls themselves a Data Scientist, waxing lyrical about features and targets, NumPy, pandas, pickles and, if you are really (un)lucky, beautiful soup. For those of us who are not actually [...]

How to grow and secure your customer base under the new POPIA regulations – Part 2

Optimising Existing Customers Article 1 in this series focused on new customers acquisition within the context of the new POPIA/GDPR regulations. This second article addresses how companies should optimise their marketing strategies for their existing customers. In my experience as a marketer, I have realised that most companies have one specific problem in common. They [...]

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